anyone who rides a bike more than .25 miles from home on 23c tires without knowing how to, and carrying the proper equipment to change a flat is an idiot.
that has to be the bare minimum.
with the exception of bearing presses and facing equipment, i have found its always cheaper to buy the tools and do things myself than pay the lbs to do them.
bikes are so mechanically simple comparatively speaking, and the amount of information available for free (park tools site, sheldon brown, google) is amazing. most people should be able to do most maintenance themselves.